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Marketing strategies for Scotch whisky
Authors:David Targett
Affiliation:London Business School, Sussex Place, Regent''s Park, London SW1 4SA UK
Abstract:A major problem currently facing the Scotch whisky industry is the export of Scotch in bulk. This trade has grown rapidly over the past decade, but there are some doubts about its real value to the industry and the economy. This paper looks firstly at the economic arguments for a ban and then broadens the discussion and considers the wider strategic issues.
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